Great marketers and advertisers build memorable conversations with audiences. Their messages and images connect us to people, narratives and solutions . . . then hopefully to their product or service.. .
They probably don’t realize that a great artist’s technique was doing the same thing centuries ago.
Scientists studying Rembrandt’s “eye guiding” technique and skillful use of “lost and found edges” believe they’ve decoded the magic of his art.
His most famous portraits naturally guide our gaze to the subject’s carefully painted eyes. That gives viewers a calming, memorable sense of personal connection.
For the study, scientists followed the eye movements of volunteers as they looked at new photo portraits that copied Rembrandt’s technique.
“When viewing the Rembrandt-like portraits, viewers fixated on the detailed eye faster and stayed there for longer periods of time, resulting in calmer eye movements,” UBC researcher Steve DiPaola reported
More recently, iconic advertising pioneer David Ogilvy’s ads also used expressive personal images as emotional hooks. He guided our attention comfortably around the ad step by step, until we’d reached his call to action. The best advertisers and marketers continue to adapt his version of Rembrandt’s “eye guiding” technique for compelling narratives and calmer viewing experiences.
Tell an affecting story in your ads and marketing. Incorporate images that use Rembrandt’s principle–and remember to add content that’s rich with relevance, proof and value.
Market it like Rembrandt!
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